The Most Powerful Mouse in the World: The Globalization of the Disney Brand

Michaela Robbins; Fritz. G. Polite

Authors

Michaela Robbins
Fritz. G. Polite

Keywords:

brand, brand equity, globalization, leadership

Abstract

Abstract not found

Downloads

How to Cite

The Most Powerful Mouse in the World: The Globalization of the Disney Brand. (2014). Global Journal of Management and Business Research, 14(24), 11-20. https://journalofbusiness.org/index.php/GJMBR/article/view/

Download Citation

References

D. Aaker (1991) Managing brand equity Capitalizing on the value of a brand name.

L. Berry (2000) Cultivating service brand equity. 28(1), 128-137. https://doi.org/10.1177/0092070300281012

Leonard Berry (1999) Discovering the Soul of Service: The Nine Drivers of Sustainable Business Success.

Susan Brockus (2004) Where Magic Lives: Disney's Cultivation, Co-Creation, and Control of America's Cultural Objects. 2(4), 191-211. https://doi.org/10.1207/s15405710pc0204

A. Bryman (1999) The disneyization of society. 25-47. https://doi.org/10.1111/1467-954X.00161/asset/1467-954X.00161.pdf

C. Carson (2004) "Whole new worlds": Music and the disney theme park experience. 13(2), 228-235. https://doi.org/10.1080/1741191042000286220

Company Overview (2013) http://thewaltdisneycompany.com/about-disney/company-overview

Disney History (2013) http://thewaltdisneycompany.com/about-disney/disney-history

G. Evans (2002) Globalization: Where you Stand depends upon where you sit. 3, 1-3. https://doi.org/10.1191/1463423602pc083

Janis Forman (1998) Corporate image and the establishment of Euro Disney: Mickey mouse and the French press. 7(3), 247-258. https://doi.org/10.1080/10572259809364629

Anthony Fung, Micky Lee (2009) Localizing a global amusement park: Hong Kong Disneyland. 23(2), 197-208. https://doi.org/10.1080/10304310802711973

J. Hochschild (2006) Globalization: Ancient and modern. 40-48. http://content.ebscohost.com.proxy.lib.utk.edu:90/pdf17_20/pdf/2006/6LZ/01Mar06/19789854.pdf?T=P&P=AN&K=19789854&S=R&D=aph&EbscoContent=dGJyMNHX8

Steve Hoeffler, Kevin Keller (2002) Building Brand Equity through Corporate Societal Marketing. 21(1), 78-89. https://doi.org/10.1509/jppm.21.1.78.17600

Ming Hsieh (2002) Identifying Brand Image Dimensionality and Measuring the Degree of Brand Globalization: A Cross-National Study. 10(2), 46-67. https://doi.org/10.1509/jimk.10.2.46.19538

Simon Hudson, David Hudson (2006) Branded Entertainment: A New Advertising Technique or Product Placement in Disguise?. 22(5-6), 489-504. https://doi.org/10.1362/026725706777978703

K. Kim, D. Chhajed (2001) An experimental investigation of valuation change due to commonality in vertical product line extension. 18, 219-230. https://doi.org/10.1111/1540-

T. Loughead, J. Hardy, M. Eys (2006) The nature of athlete leadership. 29(2), 142-158. https://wlupress.wlu.ca/documents/46946/Loughead_et_al_2006.pdf

J. Martinez, Jeffrey Stinson, Minsoo Kang, Colby Jubenville (2010) Intercollegiate Athletics and Institutional Fundraising: A Meta-Analysis. 19(1), 36-47. https://doi.org/10.1177/106169341001900106

D. Middaugh, N. Grissom, T. Satkowski (2008) Goofy management: Taking the magic to the workplace. 17(2), 131-132. http://content.ebscohost.com/pdf9/pdf/2008/4DQ/01Apr08/31804599.pdf?T=P&P=AN&K=31804599&S=R&D=aph&EbscoContent=dGJyMMvl7

A. Parasuraman (1991) Marketing Services: Competing Through Quality.

James Tracy (1999) Whistle While You Work: The Disney Company and the Global Division of Labor. 23(4), 374-389. https://doi.org/10.1177/0196859999023004005

Lisa Wood (2000) Brands and brand equity: definition and management. 38(9), 662-669. https://doi.org/10.1108/00251740010379100